Kantar Millward Brown’s global “AdReaction” reveals that while this “digitally native” group was raised with technology, it is the toughest for brands to engage with.
In Thailand, these teenagers represent 18.3 per cent of the population, or 12.5 million consumers.
“Gen Z in Thailand are exposed to advertising from an early age, and are well accustomed to digital |formats.
This shapes their expectations of advertising and makes |them harder to please,” said Usana Chantarklum, managing director of Kantar Millward Brown Thailand.
However, the most important characteristic for all ages is still the ability of an ad to tell an interesting story.”Three key opportunities for Thai brands to connect with Gen Z were identified in the study.